Domino’s Aiming to Improve Customer Experience for Carryout with “Pie Pass”

Domino’s is making picking up its pizza easier. The largest pizza company in the world based on global retail sales, Domino’s recently introduced Pie Pass, a technology that allows customers who order and pay online or via the Domino’s app to get their order without having to wait in line.
Customers using Pie Pass can check in on the Domino’s Tracker when they arrive at the store, which will alert store employees. The in-store digital menu board will display the customer’s name, and a Domino’s team member will hand off the order.
“We know that carryout customers value speed and simplicity, and that is exactly what they’ll receive with Pie Pass,” Dennis Maloney, Domino’s senior vice president and chief innovation officer, said in a company release. “Gone are the days of waiting for your carryout order – now when customers arrive at the store, they’ll be greeted by name on our digital signage and handed their order. It’s the ultimate VIP carryout experience where customers don’t have to be a regular customer to be treated like one.”
The rollout of Pie Pass includes a new TV ad that “features Norm (played by George Wendt) walking down the stairs to enter Domino’s, shocked to find out, for once, nobody knows his name. It turns out, he should have used Domino’s Pie Pass.”
Founded in 1960, Domino’s now has more than 16,500 stores in more than 85 markets. Independent franchise owners account for 98 percent of those stores. In the United States, Domino’s generates more than 65 percent of sales via digital channels.
Pie Pass follows a multitude of efforts Domino’s has made in recent years to enhance ordering, delivery, and in-store experience. In December 2019, Domino’s announced GPS delivery tracking technology would be in place in approximately 25 percent of stores by the end of that year and that many of the remaining locations were expected to have it this year.
Domino’s has developed ordering platforms for Google Home, Facebook Messenger, Apple Watch, Amazon Echo, and Twitter, and the brand also has Domino’s Hotspots, which offer more than 200,000 unique, non-traditional delivery locations.
In late 2017, Domino’s began an industry-first test of self-driving vehicle delivery, and in June 2019 the brand announced a partnership with robotics company Nuro to further explore and test autonomous delivery.
As Domino’s continues to innovate and implement ideas that deliver on customer experience, we at Loyalty360 are eager to see what else the iconic brand will roll out in 2020.
More on Domino’s from Loyalty360
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